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Auto Dealers Win with Radio

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A presentation that shows radio is a key player for influencing and reaching car buyers.

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Auto Dealers Win with Radio

  1. 1. RADIO TODAY BY THE NUMBERS Radio Delivers for Portland, OR with Insights from MBI Touchpoints1© 2012 Arbitron Inc.
  2. 2. PPM ratings are based on audience estimates and are the opinion of Arbitronand should not be relied on for precise accuracy or precise representativenessof a demographic or radio market.
  3. 3. Portland Radio Reaches Every Key Buying Demo Each week in Portland, radio is heard by… 92% Adults 18-34 93% Adults 18-49 94% Adults 25-54 94% Adults 35-64Source: Arbitron Portland, OR; JAN-SEP 2012, Weekly Cume Rating, M-Sun 6a-12Mid.© 2012 Arbitron Inc. 3
  4. 4. Portland Listeners Spend Hours Listening to Radio Each week, Portland listeners spend 10.5 hours listening to radio With an ever-growing number of media choices, Portland’s preference for and reliance on radio has endured year after year. Portland’s Avg. Daily TSL = 2 Hours 15 MinutesSource: Arbitron Portland, OR; JAN-SEP 2012, Weekly TSL, P18+ M-Sun 6a-12Mid.© 2012 Arbitron Inc. 4
  5. 5. Portland Radio Reaches Multicultural Listeners Each week Portland radio reaches... 95% of Hispanic Persons 91% of Other Persons Other Persons are classified as all persons that are not of Hispanic ethnicitySource: Arbitron Portland, OR; JAN-SEP 2012, Weekly Cume Rating; P6+ M-Sun 6a-12Mid.© 2012 Arbitron Inc. 5
  6. 6. Portland Radio Reaches Working Persons 1,211,400 Work Full- or Part-Time 714,600 Don’t Work 63% of Portland, OR Persons 18+ Work Full- or Part-timeSource: Arbitron Portland, OR; JAN-SEP 2012, P18+ Avg Daily Population; M-Sun 6a-12Mid.© 2012 Arbitron Inc. 6
  7. 7. Portland Consumers Tune to Radio During Prime Shopping Hours You can reach 88 %of Portland, OR consumers on the radio between 6AM and 7PM during the work week.Source: Arbitron Monterey-Salinas-Santa Cruz, CA, Sp11-Wi12, Weekly Cume Rating, P18+ M-F 6a-7p.© 2012 Arbitron Inc. 7
  8. 8. USA TouchPoints Rich multidimensional study of consumers’ daily lives Captures media usage, shopping behavior, and emotional mindset from a single sample National probability sample of 2,000 persons aged 18-64 Nested within GfK/MRI’s Survey of the American Consumer enabling a foundation for fusing other data sources Create value for advertisers, agencies, and the media through greatly enhanced advertising ROI© 2012 Arbitron Inc. 8
  9. 9. TouchPoints Uses an App to Collect a Variety of Consumer Data Location Activities Social Setting Media Mood/Emotion© 2012 Arbitron Inc. 9
  10. 10. 2,000 People, 20,000 Days, 480,000 Hours of American Life 20 23 Locations Activities 8 17 Mega Media Emotional Categories Mindsets 10 33 Social Internet Settings Site Types© 2012 Arbitron Inc. 10
  11. 11. MBI TouchPoints Part IA Look at AM/FM Radio Overview –Persons 25-54
  12. 12. AM/FM Radio Remains the Most Dominant Audio Platform Percent Reached During the Week, Persons 25-54 85 25 15 AM/FM Radio Satellite radio Internet streaming Radio Broadcast Only (does not include streams) Source: MBI TouchPointsTM© 2012 Arbitron Inc. 12
  13. 13. Consumers Spend Far More Time With AM/FM Radio Than Other Audio Platforms Percent of Aggregate Time Spent With Audio, Persons 25-54 Satellite radio 11% Internet streaming 3% AM/FM Radio 86% Source: MBI TouchPointsTM© 2012 Arbitron Inc. 13
  14. 14. Daytime Is AM/FM Radio’s “Primetime” Reach During the Work Week by Half Hour, Persons 25-54 60 5PM Is Radio’s 50 Weekday Peak Half-Hour 40 30 20 10 Radio’s Primetime (8AM-8PM) 0 6a 7a 8a 9 a 10 a 11 a 12 p 1 p 2p 3p 4p 5p 6p 7p 8p 9 p 10 p 11 p Source: MBI TouchPointsTM© 2012 Arbitron Inc. 14
  15. 15. Portland Radio Reaches Listeners Everywhere Monday- Friday, Especially Whey They’re On the Go and Mobile. 6-7a 80,400 55,700 7-8a 77,700 95,600 Home 8-9a 61,700 105,000 Out-of-Home 9-10a 59,400 113,300 10-11a 53,700 125,800 11a-12n 53,400 136,300 12n-1p 50,100 144,400 1-2p 52,900 146,800 2-3p 51,300 149,500 3-4p 54,100 164,400 4-5p 53,100 160,900 5-6p 52,400 144,400 6-7p 47,900 99,300 7-8p 34,800 70,400 8-9p 26,200 54,400 9-10p 23,600 41,200 10-11p 26,100 27,80011p-12mid 20,40015,700 0 50,000 100,000 150,000 200,000 250,000Source: Arbitron Portland, OR; JAN-SEP 2012, P18+ AQH Persons; Home vs Out-of-Home; M-F 6a-12Mid.© 2012 Arbitron Inc. 15
  16. 16. The AM/FM Radio Audience Is Consistent Throughout the Week Reach by Day of Week, Persons 25-54 63 62 63 64 60 54 48 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Source: MBI TouchPointsTM© 2012 Arbitron Inc. 16
  17. 17. Portland, OR Average Daily Cume Rating for P25-54 Reach by Day of Week, Persons 25-54 74 72 72 72 72 71 70 70 68 66 65 64 62 60 60 58 56 54 Monday Tuesday Wednesday Thursday Friday Saturday SundaySource: Arbitron Portland, OR; JAN-SEP 2012, P25-54 Avg Daily Cume Rating by Day of Week© 2012 Arbitron Inc. 17
  18. 18. Life Context of AM/FMRadio Listening
  19. 19. More AM/FM Radio Usage Is Consumed Out of Home Than Other Major Media Percent of Overall Usage Consumed Outside the Home, Persons 25-54 AM/FM Radio 76% Tablet or iPad 57% Mobile Web/app 55% Internet 40% Printed newspaper/magazine 31% Social networking 27% Game console 13% Live TV 12% 19 Source: MBI TouchPointsTM© 2012 Arbitron Inc.
  20. 20. Out-of-Home Use Rises During the Weekend for AM/FM Radio Percent of AM/FM Radio Listening by Location, Persons 25-54 84% 78% Weekday Weekend 56% 57% 45% 38% 35% 10% Car or other traveling My home or yard My workplace Other OOH location 20 Source: MBI TouchPointsTM© 2012 Arbitron Inc.
  21. 21. Portland Radio Reaches Listeners Everywhere Saturday- Sunday, Especially Whey They’re On the Go and Mobile. 6-7a 42,800 15,700 7-8a Home 53,000 22,100 8-9a 55,400 34,400 Out-of-Home 9-10a 62,700 52,800 10-11a 64,700 71,700 11a-12n 67,200 90,600 12n-1p 65,400 102,100 1-2p 62,700 101,100 2-3p 58,900 104,600 3-4p 58,700 104,100 4-5p 55,000 97,300 5-6p 50,200 85,600 6-7p 43,800 76,100 7-8p 33,700 65,800 8-9p 26,200 50,100 9-10p 23,200 37,700 10-11p 22,300 25,90011p-12mid 17,200 16,300 0 25,000 50,000 75,000 100,000 125,000 150,000 175,000 200,000Source: Arbitron Portland, OR; JAN-SEP 2012, P18+ AQH Persons; Home vs Out-of-Home; Sa-Su 6a-12Mid.© 2012 Arbitron Inc. 21
  22. 22. How AM/FM Radio Stacks Up toOther Media Channels
  23. 23. AM/FM Radio Is the Second Most Widely Consumed Medium Average Day Reach During the Week, Persons 25-54 Live TV 80 AM/FM Radio 59 Internet 49 Social Networking 19 Mobile Web/App 16 Printed Newspaper/magazine 13 Game console 9 Tablet or iPad 4 Source: MBI TouchPointsTM© 2012 Arbitron Inc. 23
  24. 24. RADIO TODAY BY THE NUMBERS© 2012 Arbitron Inc.
  25. 25. RADIO TODAY BY THE NUMBERS© 2012 Arbitron Inc.
  26. 26. RADIO TODAY BY THE NUMBERS© 2012 Arbitron Inc.
  27. 27. Recency Effect:Radio Gets The Last Word
  28. 28. AM/FM Radio Offers the Greatest Media Proximity to Shopping Occasions Percent Exposed to Given Media Within the Half-Hour That Shopping Occurs, Persons 25-54 AM/FM Radio 19% Mobile Web/App 7% Internet 5% Print 2% Live TV 2% Source: MBI TouchPointsTM© 2012 Arbitron Inc. 28
  29. 29. The Peak Shopping Hour Is Between 1PM and 2PM Percent of Adults Shopping By Time of Day, Persons 25-54 30 Shopping Peak (1PM-2PM) 20 10 0 6a 7a 8a 9a 10 a 11 a 12 p 1p 2p 3p 4p 5p 6p 7p 8p 9p 10 p 11 p Source: MBI TouchPointsTM© 2012 Arbitron Inc. 29
  30. 30. RADIO TODAY BY THE NUMBERS© 2012 Arbitron Inc.
  31. 31. RADIO TODAY BY THE NUMBERS© 2012 Arbitron Inc.
  32. 32. RADIO TODAY BY THE NUMBERS© 2012 Arbitron Inc.
  33. 33. RADIO TODAY BY THE NUMBERS© 2012 Arbitron Inc.
  34. 34. Automotive Analysis for thePortland, OR Metro Area
  35. 35. Portland Radio Listeners Spend More than $3 Billion Annually at New Car Dealers $253,893,000 Monthly $58,591,000 Weekly $8,347,000 Daily $0 $100,000,000 $200,000,000 $300,000,000Source: Arbitron Portland, OR; JAN-SEP 2012, Metro P18+ Retail Spending Power; New Car Dealers© 2012 Arbitron Inc. 35
  36. 36. Portland Radio Listeners Spend More than $349 Million Annually at Used Car Dealers $29,127,000 Monthly $6,722,000 Weekly $958,000 Daily $0 $10,000,000 $20,000,000 $30,000,000Source: Arbitron Portland, OR; JAN-SEP 2012, Metro P18+ Retail Spending Power; Used Car Dealers© 2012 Arbitron Inc. 36
  37. 37. Annual Spending in New Car Dealers in the Portland, OR Metro Area Demographic Profile:Source: Arbitron Portland, OR; JAN-SEP 2012, Metro P18+ Retail Spending Power; New Car Dealers© 2012 Arbitron Inc. 37
  38. 38. Monthly Sales Projections in New Car Dealer Spending in the Portland, OR Metro AreaSource: Arbitron Portland, OR; JAN-SEP 2012, Metro P18+ Retail Spending Power-Monthly Factor Report; New Car Dealers© 2012 Arbitron Inc. 38
  39. 39. Profile of Portland, OR: Demographic Info Households that Plan to Buy Any New Vehicle Next Year 30 24.6 18.9 18.1 20.1 20 14.6 10 3.7 0 24.9 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ 40 75.1 31 30 21.5 18.7 20 10.8 10.5 7.4 Male Female 10 0 Under $25K $25K-$35K $35K-$50K $50K-$75K $75K-$100K $100K+Source: Scarborough Portland, OR; R1 Mar10-Feb12, P18+ % Composition© 2012 Arbitron Inc. 39
  40. 40. Profile of Portland, OR: Household Info Number of Vehicles Household Owns None 10.7% 1 23.2% 2 41.3% 3 16.3% 4 or More 8.5% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0%Source: Scarborough Portland, OR; R1 Mar10-Feb12, P18+ % of Target© 2012 Arbitron Inc. 40
  41. 41. Profile of Portland, OR: Spending Info How Much Households Plan to Pay for a New Vehicle Next Year 25,000 20,000 15,000 10,000 5,000 0Source: Scarborough Portland, OR; R1 Mar10-Feb12, P18+ Target Persons© 2012 Arbitron Inc. 41
  42. 42. Profile of Portland, OR: Vehicle Info Type of New Vehicle Household Plans to Buy Next Year Luxury Vehicle 19,600 Sport Utility Vehicle 19,400 Pickup Truck 17,500 Compact Car 12,300 Full-Size Car 11,800 Van or Mini-Van 11,200 Midsize Car 10,800 0 5000 10000 15000 20000Source: Scarborough Portland, OR; R1 Mar10-Feb12, P18+ Target Persons© 2012 Arbitron Inc. 42
  43. 43. Profile of Portland, OR: Dealer Info Primary Reason Household Used Dealer for Last New Vehicle 6% 5% Price-Value 23% Selection 9% Dealer Reputation Location 10% Other Service 16% Warranty 13% Dealer Financing 14%Source: Scarborough Portland, OR; R1 Mar10-Feb12, P18+ % of Target© 2012 Arbitron Inc. 43
  44. 44. Profile of Portland, OR: Miles Traveled Number of Miles Traveled One Way to Buy/Lease Last New Vehicle 25.0% 21.3% 20.0% 14.8% 15.0% 8.6% 10.0% 6.8% 5.0% 0.0% Less than 10 10-19 Miles 20-29 Miles 30+ Miles MilesSource: Scarborough Portland, OR; R1 Mar10-Feb12, P18+ % of Target© 2012 Arbitron Inc. 44
  45. 45. Profile of Portland, OR: Auto Repair Info Household Auto Repairs Done in Past Year – Paid Labor Oil Filter/Oil Change New Tires Tune-up/Spark Plugs Brake Repair Other Car Repair Car Battery Anti-Freeze/Coolant Transmission Repair Paint/Body Work Shocks/Struts Car Radio/Stereo Muffler 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%Source: Scarborough Portland, OR; R1 Mar10-Feb12, P18+ % of Target© 2012 Arbitron Inc. 45
  46. 46. RADIO TODAY BY THE NUMBERS Michael Nelson Arbitron, Inc. Sr. Account Manager 410-794-2861 michael.nelson@arbitron.com46© 2012 Arbitron Inc.

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